“It’s not what you know, it’s who you know.” We’ve all heard this age old wisdom and in many areas of life, this advice works well. However, when we are trying to grow a business, this sage advice is a bit flawed. I often remind people that it’s not “who you know” in business, it’s “who knows you”. You may be very familiar with someone, but if that person does not have the same level of knowledge of you and your business, that relationship has very little or no value to you.